本文是一篇研究烟草企业进行整合营销的论文，主要由研究意向理论回顾，提出假设，研究方法，论证，结论和建议，不足之处，参考文献组成。本文的目的在于应用国际上流行的整合营销理论分析和找寻中国烟草企业在加入世贸组织WTO后的有效发展战略。主要内容是，论述我国加入WTO后烟草行业面临的挑战和反吸烟运动的影响，比较本国烟草企业与国内外先进企业的营销实践，以我国烟草公司为例探索国内的卷烟企业应用整合营销理论建树品牌，创造竞争优势的途径烟草业迄今还是国家财政的支柱行业之一，我国政府对烟草实行寓禁于征的专卖制度，对该行业实行高度集中的垂直管理。我国的烟草企业普遍规模偏小，品牌竞争能力弱，销售网络不健全。以目前的实力难以抗衡入关后跨国烟草公司的冲击世界几大著名烟草公司都惯于在非烟草专卖制度下从事烟草类产品的生产经营。中国加入WTO后，这些企业利用WTO的规则不断挤占国内的卷烟市场。在此压力下，国内的烟草市场逐步放开。专卖对销售网络的保护将逐步减弱，加之目前我国卷烟的供应仍以对人体危害较大的烤烟型卷烟为主，产品结构不符合卷烟安全化的发展方向，所以我国的烟草企业将面临巨大的压力和挑战。
关键词：烟草企业；发展；问题
This article is a study of tobacco enterprise integrated marketing papers, mainly by the research intention theory review, hypothesis, research methods, demonstration, conclusions and recommendations, deficiencies, references. The purpose of this paper is the application of international popular conformity marketing theory analysis and search of Chinese tobacco enterprises in the accession to the WTO after the WTO effective development strategy. The main contents are discussed, after our country joins WTO the tobacco industry is facing challenges and the campaign against smoking effect comparison of domestic tobacco enterprises, with domestic and foreign advanced enterprise marketing practice, to our country tobacco company as an example to explore the domestic cigarette enterprise application integrated marketing theory to build brands, create the way of competitive advantage the tobacco industry to date or country finance one of pillar industries, our government on tobacco execute prohibitive in syndrome of monopoly system, the industry of highly-centralized vertical management. China’s tobacco enterprises small in scale, brand competition ability is weak, sales network is not perfect. The present strength contend hard after the entry of multinational tobacco companies the impact of several world famous tobacco company are accustomed to in a tobacco monopoly system in the tobacco products production and management. China joins after WTO,, these enterprises will use WTO rules continue to occupy the domestic cigarette market. Under this pressure, the domestic tobacco market will be unlocked stage by stage. Monopoly of sales network of protection will be gradually weakened, and the current our country cigarette supply still on human harmful flue-cured type cigarette, product structure is consistent with the cigarette safety and the direction of development, so China’s tobacco enterprises will face enormous pressure and challenge.
Key words: tobacco enterprise; development; problem
（一）外烟草企业会应用WTO的规则不断挤占国内的卷烟市场… 2
（三）我国烟草行业的产品结构不符合卷烟安全化的发展方向… 4
（一）有利于找出企业内部存在的不利关系，确定企业整合营销的方向… 4
（一）通过对消费者和企业的具体分析，确立企业的核心竞争能力… 6
